Coca-Cola this week unveiled a new slogan, ‘for the fans’, and a series
of campaigns to tie in with its sponsorship of the Euro ’96 football
championships and the 1996 Olympic Games.
A series of ads featuring actual photos of fans drinking Coca-Cola at
Olympic Games from Amsterdam in 1928 onwards breaks later this month and
will kick off a three-pronged campaign themed around the Atlanta games.
The work moves away from Coca-Cola’s previous sports sponsorship
strategy, which relied on celebrities.
The new campaign, devised by Wieden and Kennedy’s Portland, Oregon,
office, will be followed by a series of ads highlighting real-life
stories about how Coca-Cola sponsorship has helped make a difference to
The final strand in the campaign is a series of films, posters and print
work asking whether the enthusiasm of fans makes a real difference to
the outcome of sporting events. One ad features the crowd urging a pole
vaulter to clear the bar as the narrator says: ‘Some athletes are born
great...and some athletes are forced into greatness...By 50,000
screaming maniacs who are not going to take ‘no’ for an answer.’
Sergio Zyman, senior vice-president and chief marketing officer for
Coca-Cola, said that the series will represent around a quarter of Coca-
Cola’s annual dollars 3.8 billion global marketing budget.
‘Rather than featuring typical, sports-related advertising - athletes
endorsing products - we are viewing the world’s most important athletic
events through the eyes of fans,’ he added.
Work for the Euro ’96 football championships, devised by Wieden and
Kennedy in Amsterdam, continues the Olympic theme. Television
commercials will be ready for launch next month and will back up a
heavyweight press and poster campaign which launches later this month
featuring the tagline, ‘Eat football. Sleep football. Drink Coca-Cola.’
Coca-Cola is the sole soft-drinks sponsor for the Olympic Games and Euro